Creating a Customer Centric Keyword Strategy | SMX East 2015
PosterCardsort
1. • DnDinsider is a website that assists
players in the table top game Dungeons
and Dragons for characters building.
• The character builder has a Marketplace
that lists items.
• Locating specific items becomes difficult
because of the vast amount available in
the Marketplace.
Methods
Results
Discussion
Background
A 20 item card sort was done with five
participants with various items chosen from
common Dungeons and Dragons game play.
Assess mental model of users to find
design improvements for item listings in
Marketplace.
Users tend to think of the function of items
as a guide to how to group them. The
findings show that the current design of
Marketplace does not fully encapsulate the
users mental model. The marketplace tends
to group items based on what the items are.
Listing items under its function may
increase ease of use.
Christina Vo
1. List items under categories that suggest
their use.
2. List items in multiple places: holy symbol
can be a weapon or magical item.
3. Create shortcut by listing items special to
classes. For example a cleric would have
healer’s kit and holy symbol available to
them.
4. Create a menu just for transport. Listing a
Ship as an “item” does not explain its use.
5. Items that do damage, such as alchemist
fire, are considered weapons foremost
and not an alchemical item.
6. Create a storage category.
7. Wearable items should be under a
another category
8. Wearable items like belt should be
separated as adornments from armor
because they do not provide defense.
9. Make an extra list of wearable magical
accessories. Magical rings are magical
items, but are considered something that
can be equipped.
10. Adventuring Gear is too broad. Only those
that are specific to role play during travel
should be in gear such as rope.
DnDinsider Marketplace UI Suggestions
Weapons Armor Restoration Magic Items Storage Gear Travel
Alchemist fire
Crossbow
daggers
Belt
Cloth robes
Leather
armor
Anti-venom
Healer’s Kit
Healing
Potion
Deity Blessing
Magical Rings
Magical Scroll
Ritual Book
Holy Symbol
Backpack
Bag of
Holding
Waterskin
Rope Horse
Ship
Items that were grouped together by three
or more participants were listed under
titles that were synthesized from users.
Table: Red items had less than three users agree
on groupings. This may be a result of conflicting
mental model of item use between users.